Marketing bán hàng - Chapter 14: Promotion strategies: personal selling, publicity, and sales promotion

Chapter 14Promotion Strategies: Personal Selling, Publicity, and Sales Promotion Chapter OutlinePromotion and CommunicationPromotion MixChapter OutlinePersonal Selling- Personal Selling vs. Advertising- Varying Quality and Style of Personal Selling- Intercultural Negotiation- Motivation- Telemarketing- Expatriate Personnel Chapter OutlinePublicity- The Nature of Publicity- The Management of Publicity- Negative PublicitySales Promotion- The Nature of Sales Promotion- RestrictionsOverseas Product ExhibitionsPurposes of Promotion communicate (inform)persuade (influence) Process of CommunicationSourceEncodingMessage (Information)DecodingDestinationPromotion MixAdvertisingPersonal SellingPublicitySales Promotion PublicityNature of publicityManagement of publicityHandling negative publicitySales PromotionNature: temporary, supplementary techniques to stimulate demandTechniques: coupons, sweepstakes, games, contests, price-offs, demonstrations, premiums, samples, money refund offers, etc.Legal restrictionsPersonal SellingPersonal Selling vs. AdvertisingVarying Quality and Style of Personal SellingIntercultural NegotiationMotivationTelemarketingExpatriate Personnel